CRM & Digital Manager - Canada

The Body Shop International Limited - Toronto, ON (30+ days ago)

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The Body Shop

When Anita Roddick founded The Body Shop in 1976, she had a vision. Business as a force for good – that’s us. Over 40 years later, we’re proud to be pioneering cruelty-free beauty every step of the way. We’re the original ethical beauty brand. We’ve got a thing for empowering people and enriching our planet. We’re all about keeping it real, in every way possible. Our activist roots remain a huge part of everything we do, from our iconic window posters to our vegetarian products to our infamous campaigns. We’re never afraid to stand up and speak the truth. We like to do things a little differently around here.

The Body Shop, along with Aesop and Natura, is part of Natura & Co, a global, multi-channel and multi-brand cosmetics group that is committed to generating positive economic, social and environmental impact. Group owner Natura is Brazil's number one cosmetics manufacturer. Sustainable development has been the company's guiding principle since it was founded in 1969. In fact, this is an incredibly exciting time for The Body Shop. We’re fighting for what we believe in now more than ever. No holding back. Breaking the mould has always come naturally to us, and we need someone who’s not afraid to mix things up.

Your role in a nutshell

Ownership of Canada CRM and digital marketing, leading the strategy, day-to-day planning, execution and support of initiatives. Work with marketing, stores, eCommerce and commercial to develop and execute The Body Shop digital marketing & CRM strategies across Canada with a focus on building the brand leading to profitable new customer acquisition and revenue growth. Ensure campaigns have omnichannel consistency and promote the best result for the Canadian market by working closely with marketing, commercial & eCommerce. This role will ensure all digital spend across paid media, social, affiliates and other specific out of store brand experiences is well planned and executed. Also responsible for the CRM & loyalty planning and oversite of execution. A new email platform in 2020 will open up opportunities to improve our email program and this manager will work closely with local and global teams to realize benefits to the Canadian store and eCommerce teams with a focus on developing innovative programs that acquire new customers while increasing spend, tenure, and profitability of existing customers. This role will work closely with organization stakeholders and cross-functional leaders including members from Marketing, Ecommerce, Commercial, Brand, IT, Legal and Finance. Responsible for assessing new trends in Digital Marketing & CRM and building long term strategy for company as it relates to customer acquisition. Manage local budget and review effectiveness and return on that spend.

More about the role
Develop and manage an email campaign strategy that includes segmentation of commercial, brand and trigger emails to different customer groups to optimize sales and retention Responsible for driving sales and loyalty for the company using email, sales for both ecommerce and stores.
Responsible for email database growth, develop new programs and partnerships to profitably acquire new customers and grow the customer database. Identify and test opportunities to incorporate prospecting into existing programs.
Define approaches to digital marketing & CRM test plan for Canada. Work with Digital analytics manager to develop and lead execution of marketing test plans, measurement, and internal communication.
Responsible for profitably acquiring new customers across Canada. Identify ongoing customer segments to expand the growth opportunity
Relationship management with vendors across CRM, paid media, social, affiliates and other specific out of store brand experiences. Ensure optimum channel balance for best results across Canada. Leverage scale to drive efficiency across the region
Perform other related duties as assigned or requested.
What we look for
Minimum of 3 years experience in consumer digital retailing, digital marketing & CRM
Experience working within a retail multichannel digital marketing program with a focus on customer acquisition, retention and segmentation.
Thorough understanding of managing and optimizing a performance marketing budget
Experience managing email campaigns across stores and eCommerce and a track record of initiating new programs to improve the customer experience and life time value
Experience leading a team and developing staff to execute on the wider digital strategy
Experience working with creative development and campaign analysis experience required
Analytical experience using data to drive strategy and decision-making is also required.
Passion for the digital space with a solid understanding of direct marketing & CRM principles and research techniques
A proven track record of converting marketing plans in to measurable results with specific KPI’s – sales, traffic, and transaction value.
Strong vendor management experience
Talent Drivers
Purpose
Commerciality
Leadership
Collaborative Skills
Personal Conduct

The Body Shop Canada Limited is an equal opportunity employer. Should you require accommodation during the interview process, please advise the recruiter when contacted